The Clarity of FedEx

What do I care about if I’m going to use a package shipping/delivery service? Reach and speed. Reliability. The heft to get it done fast and consistently. FedEx says they’ll get it anywhere (the world), and I can count on it (on time).

That’s what I care about if I’m an individual, a corporate professional, or a supply chain director.

The World On Time.

Contrast this with UPS’s misguided efforts to sell common people on the concept of “Logistics”, their phrase “Synchronizing the world of commerce” painted on trucks, and the sad effort to personalize a color (“What can Brown do for you?”).

That kind of marketing message is too much effort, trying to educate an entire marketplace with abstractions. Leave logistics to the supply-chain, operations-level people.

The World On Timeis all I need to know. That’s the power of a clear, succinct, on-target message.

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About Steve WoodruffSteve Woodruff is a blogger, a Connection Agent, and a consultant in the pharma/healthcare industry. He specializes in helping people and companies make mutually beneficial connections.